[11/19/2009 SteppersUSA Daily News]
Basics Are Basics
By Markie Bee
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Today's Steppers Beat Column is sponsored by: Chosen Productions Return of The Dungeon Continues $1000  Steppers Contest at Gentle Persuasion at 8959 S. Ashland Ave. Chicago, IL.
You can't take shortcuts. Doing it the right way will pay off every time. You hear it all of the time when it comes to learning the dance. Having a solid background with the basic pattern in your back pocket will take you places.
But what about promotion are the same rules true? Well for the most part I would say there is no substitute for good old fashioned work. Basics are basics.
In the past, I've made a pretty good case for using the web as a promotion tool. You can reach a mass audience very quickly using a variety of web tools including both free and paid solutions. As with any tool, the tool is only useful if it is used correctly.
There can be pitfalls to the web only approach though. Data informs us of how many people we can theoretically reach during a given time period. Do people really look at the flyers we send to their inboxes or do they just throw them away? Banner advertising on a website provides some data because they give you just enough information to peek your interest and you have to click the ad to get

 
 

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more information.
The extended data can give us the demographics via age groups served, gender, etc. but the reality of the situation though, usually isn't taken into account by most people who are advertising a set, a class or an event.
It's seen as an expedite way to get the word out. Something to remember; if you have a thousand people in an email list, you are advertising to a thousand people.
These are the same people you advertised to yesterday. The old axiom of advertising is, "If you have a market today, there's no guarantee you'll have one tomorrow". While it's fine to advertise to your core audience, even recommended...
Using a social market like Facebook, Twitter, or MySpace gives you an audience, but it's an audience limited to your "friends" registered on the site. On top of that, Facebook places a ceiling on the number of friends you can have on their site.
It's just as important to be constantly expanding your audience. You can do some of that on the web, but the real grunt work, the work on the streets is necessary to make your efforts pay off. Sending a plugger via email isn't the same as handing a plugger or flyer to someone and personally inviting them to come to your event, set, or class.
Real customer service isn't all about the numbers. Just like service in a club isn't all about the numbers. Just like emailing 20,000 pluggers doesn't guarantee a good turn out at an event.
The web can build excitement to a percentage of your audience about your event, but it still comes down to "pressing the flesh".
Those are the "basics" each promoter must have in their arsenal just like a stepper needs their basics. Human interaction is what sells.

 

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